Logo design and business branding can be as easy or complex a process as you want to make it. You can come up with something yourself, like Microsoft did with their ‘window’ logo. Or you can commission an agency to carry out research, test ideas and design a logo that reflects your ethos and ambitions. This is how the BP logo (below) came to be, designed to promote an environmental friendly company ethos which has been highly effective in changing public perception, despite company mishaps.
Either way, it is worth associating yourself with different approaches to logo styling as there are some key principles that might influence your decision or inspire your design. With any design, be sure it will reproduce effectively across multiple displays, web browsers and in print at different sizes. Some ‘skinny’ fonts don’t print very clearly and could be lost on a small
None of these are completely new ideas. There are plenty of articles that have included them in ‘new trends’ over the last 12 months but that really reflect the fashion of the time rather than a brand new concept or technique.
So if you starting a new venture or having a complete rebrand, here are 5 logo design styles to inspire you.
This approach became big in 2015 and is unlikely to become unfashionable any time soon due to its versatility. Due to the nature of the clean and simple lines, flat design displays well on a variety of browsers and devices, as well as being easy to print and adaptable to different contexts and backgrounds.
Similar to flat design, logos that use negative space tend to be simple designs that load well on the web and can be reproduced in print without problems.
The difference is that these logos use the unprinted space as cleverly as the printed elements, making the white areas a key part of the design. The style has been around a while, testament to how effective it can be at making the viewer think and interpret the finer details.
As with negative space, letter-stacking makes the viewer stop and interpret the design, deciphering what has been written. This can make it stick in the mind better than straightforward text logo’s although it is important to consider the font carefully. A simple bold font will prevent the design from becoming over fussy and hard to read.
A kinetic logo, or dynamic logo is one that can be adapted to suit various applications. Think of the Google logo changing on the search page for key events. You can also use an adaptive logo to highlight different products or services without disassociating them from the primary brand identity.
With the steady rise in eco-friendly businesses, greater support for local retailers and the ‘hipster’ fashion movement, handmade style logos have become a favourite for companies looking for that independent, charming personal style. They are a great way to generate a bond with customers looking for that something different.
If you are in the process of having a rebrand, you read our article on ‘How colour defines a brand’.
Lisa Cooper is a photographer and marketing writer working for Print-Print Limited, promoting business and building your brand through quality print marketing.
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